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Research Paper

Commerce

Volume : 5 | Issue : 3 | March 2015 | ISSN - 2249-555X

A Study on Consumers’ Awareness and Perception
About Branded Jewellery
Keywords

Consumers, Awareness, Perception, Branded Jewellery

Mrs. C.Gomathy

Dr. (Mrs.) N. Yesoda Devi

Head of the Department, Department of B.Com (AM)
PSGR Krishnammal College for Women

Principal, PSGR Krishnammal College for Women.

ABSTRACT Branded jewellery has gained acceptance forcing traditional jewellers to go in for branding. Branded
players such as Tanishq, Jewel One have opened outlets in various parts of the country. However, the
share of branded jewellery in the total jewellery market has been still small because of the mindset of the average
Indian buyer who still has regarded jewellery as an investment. Moreover, consumers trusted only their family jewellers
when buying jewellery. Consequently, the branded jewellery players have tried to change the mindset of the consumers and encourage customers with attractive designs at affordable prices. Hence, a study has been undertaken to find
out the consumers awareness and perception about branded jewellery and it is found that, maximum number of consumers is aware of Tanishq brand and they have a very good opinion about branded jewellery. Tanishq brand is the
most preferred brand by the consumers and they have opined that, there is some price variation between branded and
non branded jewellery
Introduction
Branded jewellery has gained acceptance forcing traditional jewellers to go in for branding. Branded players such as
Tanishq, Jewel One have opened outlets in various parts
of the country. However, the share of branded jewellery in
the total jewellery market has been still small because of
the mindset of the average Indian buyer who still has regarded jewellery as an investment. Moreover, consumers
trusted only their family jewellers when buying jewellery.
Consequently, the branded jewellery players have tried to
change the mindset of the consumers and encourage customers with attractive designs at affordable prices. Hence,
a study has been undertaken in order to find out the consumers’ awareness and perception about branded jewellery.
Objectives of the Study
1. To understand the consumers’ level of awareness about
branded gold jewellery
2. To find out the consumers perception about branded
gold jewellery
Methodology
To undertake this study a sample of 400 gold jewellery
consumers from Coimbatore city have been selected by
applying simple random sampling technique. A structured
questionnaire has been administered to the consumers
and primary data have been collected. Simple percentage
analysis and Descriptive statistics have been used to analyze the primary data. Secondary data have been collected
from journals, magazines, websites and books.
Results and Discussions
General Profile of Gold Jewellery Consumers
The general profile of gold jewellery consumers has been
presented in the following Table.

Table 1 – General Profile of the Consumers
No. of Con Personal factors
sumers
Male
81
Gender
Female
319
Less than 25
46
26-35
76
Age (in years) 36-45
159
46-55
100
Above 55
19
Married
347
Marital status
Unmarried
53
No formal educa- 20
tion
Educational School level
159
Qualification
College level
126
Professional
95
Agriculture
26
Professional
60
Occupational Salaried
109
Status
Business
67
Unemployed
138
2.00
8
64
No. of Mem- 3.00
bers in the
4.00
198
Family
5.00
74
6 and above
56
Less than 25000 171
Monthly Fam- 25001 – 50000
129
ily Income
50001
-75000
59
(Rs.)
75001 and above 41
Less than 5000
232
Monthly Sav- 5001 – 10000
106
ings (Rs.)
Above 10000
62
TOTAL
400
Source: Primary data

Per cent
20.2
79.8
11.4
19.0
39.8
25.0
4.8
86.8
13.2
5.0
39.8
31.4
23.8
6.5
15.0
27.2
16.8
34.5
2.0
16.0
49.5
18.5
14.0
42.8
32.2
14.8
10.2
58.0
26.5
15.5
100.0

The above table indicates the general profile of the 400
consumers who have purchased gold jewellery. About 79.8
% of the respondents are females, 39.8 % of the respondents are between 36-45 years of age, 86.8 % of them are
married, 39.8 of them are educated upto school level, 34.5
% of them are unemployed and have 4 members in their
family. 42.8% of the consumers earn less than Rs. 25,000
and save less than Rs.5,000 for a month.

INDIAN JOURNAL OF APPLIED RESEARCH X 71

From the study undertaken.0500 .Yes ed jewellery No 154 Tanishq 114 Jewel One 83 Brand purchased Others 44 Both Tanishq 5 & Jewel one Lack of aware. 61.00 3.00 5.00 3. an unpublished thesis.2249-555X Per cent 32.7575 .3 29.3 33. there is a price variation between branded and non branded jewellery.5325 . 177-182. Dr.78680 400 1.8 31.5 38.3 55. | 2. University of Mumbai.8200 . branded jewellers should reduce the price of jewellery in order to attract more customers.5 0.0 45.7 17. Opinion about branded jewellery .00 4. all the statements have mean ratings between 3 and 4 indicate that consumers have a very good opinion about branded jewellery. Aarti Deveshwar and Rajesh Kumar.7100 . consumers agreeability level falls more on “Agree”.00 3.5625 . International Interdisciplinary research. issue 2.00 are free from risk Brands create confidence in the minds 400 1. of ConFactors sumers Tanishq 127 Jewel One 131 Aware of branded Others 54 jewellery Not Aware 35 Tanishq & 53 Jewel One Very good 117 Good 222 Opinion about 3 branded jewellery Poor Very poor 5 No opinion 53 Yes 194 Difference in price No 24 No idea 182 246 Purchased brand.Gunjan Malhotra (2008) “customer perception towards branded jewellery in India” an unpublished thesis.0 41.00 3.3 % have purchased Tanishq brand.5 % of the consumers have a good opinion about branded jewellery and 48. Conclusion Branding is an important tool in the hand of the companies for increasing the awareness and sale of their products and services.9150 . an unpublished thesis. Branded jewellery is always priced high as most of the consumers hesitate to purchase branded jewellery. Vol –IV.64 ness Hesitation to Reasons for switch from 17 not purchasing unbranded branded jewelHigh price 51 lery – Multiple Added taxes 25 response Not available 12 Non replace. | 3. purity. | 5.Special issue pg.00 5. Statement 1 “price of branded jewellery is always high” has received the highest mean ratings of 4.3 Opinions about Branded Jewellery – Descriptive Statistics Mini.7000 .85191 Brands should be 400 1.00 attractive Branded jewelleries 400 1.Descriptive statistics Consumers have been asked to rate their level of agreement regarding the statements related to the opinion about branded jewellery on a five point likert scale given as strongly agree to strongly disagree. durability and several social. there is some price variation between branded and non branded jewellery.92353 400 1.Richa Misra and Gaurav khatri (2012).3150 .70642 400 1.3 13. Dr.0500 which shows that. These ratings indicate that.00 3. 32.91826 5. Among the consumers who have not purchased branded jewellery. 72 X INDIAN JOURNAL OF APPLIED RESEARCH . it is found that.3 7.9 2.5 61. Chetan N Nakte (2013). Asian Journal of Research in Marketing. maximum number of consumers is aware of Tanishq brand and they have a very good opinion about branded jewellery. Branded jewellery confirms the quality.8 13.Ratna Vadra and Dr.3 16.1 33. 55.8 1. Over all.Research Paper Awareness about branded jewellery Table -2 Awareness about Branded Jewellery No.79636 400 1.8 13.8 % of the consumers have not purchased branded jewellery because of lack of awareness about branded jewellery.9150. Karan walia. Delhi. higher the rating more is the level of agreeability. “Consumer buying behavior for branded and non branded jewellery in India”. vol2.00 3. Tanishq brand is the most preferred brand by the consumers and they have opined that.5 6.Maxi.00 5. Gurjeet kaur (2013).8 % of the consumers are aware of Tanishq brand. REFERENCE It is observed from the above table that. Inderpreet kaur.82565 400 1. 41. So. “A comparative study on the consumers’ preference towards branded jewellery over non branded jewellery in Mumbai”.5 % of the consumers have purchased branded jewellery and 46. environmental standard of the jewellery. to strongly disagree – 1 for all the statements.86346 Source: Computed Source: Primary data The above table reveals that. Overall opinion score indicated by the descriptive statistics reveals that the consumers have a very good opinion about branded jewellery.   Statements N Deviamum mum tion Price of branded jewellery is always high Purity of the Jewellery is up to the expectations The branded jewellery is always available Designs under branded jewellery is very less Branded jewellery ensures quality I often gather information about brands for I buy The advertisement for branded jewellery provides reliable information 400 1.3 48.5 % of the consumers ’ have opined that.00 3.00 5. 17-23. “Customer perception regarding branded jewellery”.7 ment Volume : 5 | Issue : 3 | March 2015 | ISSN . 1. The ratings have been assigned as strongly agree – 5. July 2014. “Indian women buying behaviour toward branded jewellery.00 5. next highest mean ratings is for Statement 2 “purity of the jewellery is up to the expectations” also falls near “Agree” with a mean rating of 3.00 5.00 3.8 4. | 4. the ratings vary from a minimum of 1 to a maximum of 5 for all the statements.00 5.5 46.00 of the consumers 5.5 8.Mean Std. agree – 4 etc.8 11.00 3. no.7400 . journal.86561 5.92088 400 1.6 Table .